It's gotta be refreshed and customer-centric according to this Hotelier article, or the brand will be left in the dust. Hope everyone reads and digests this
Case in point, last week, I was impressed with the 2nd floor, 2br suite in Scottsdale. It felt different and at first I could not determine exactly why, then I looked up and saw the high, vaulted ceiling. It was great having that extra space, (As you know FLW would not have approved!), but it was refreshing.
That also may be why I enjoy Renaissance Hotels so much, because of their uniqueness.